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Older boomers, in the 55-to-64 age group, might also be thought of as "Alpha Boomers," with a complement of characteristics that should be especially alluring to marketers. For one thing, more than one in five have a six-figure household income, according to an analysis by The Media Audit. Nearly 65% of Alpha Boomers also shop regularly at hardware stores and are more likely to attend live theater or consume wine than younger demographics.

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The median age of the prime-time TV audience is up to 54, and networks are rethinking their programming strategies to reach older demographics, notably the so-called "alpha boomers" 55 to 64. "These people are more active, healthier and much more likely to still be in the workforce," said David Poltrack, chief research officer at CBS. "It's certainly a much more vibrant and economically active audience than it used to be."

BET Networks will mark the Aug. 28 dedication of the Martin Luther King Jr. National Memorial with a live, ad-free showing of the daytime event. BET that night will screen "Alpha Man: The Brotherhood of MLK," a special about King's participation in the Alpha Phi Alpha Fraternity, and "Michelle Obama on a Mission: Impact Africa," about the first lady's trip to Africa.

Penguin is planning a six-figure launch for the young-adult novel "Legend" set to come out in November. The novel, published under the Putnam imprint, features the relationship between two 15-year-olds set in a post-apocalyptic version of Los Angeles. The first book of the planned trilogy was bought for six-figures last year from 27-year-old writer Marie Lu.

Highly educated, multitasking, wired to the Web and affluent, "Alpha Moms" are sought after by marketers like Procter & Gamble, General Motors and Nintendo, because their brand preferences set trends. "She ignites markets," said Michael Silverstein of Boston Consulting Group. "She's a hyperactive purchasing agent."

It's not just youth-oriented companies that favor youthful trendspotting over serving senior demographics. Even financial services companies with a vested interest in working with older Americans are not doing much to tap into the market of aging boomers, one writer says.